Apple is rumored to be preparing to unveil a revamped version of AppleTV. (AP Photo/Paul Sakuma)

(Newser)
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Amazon and Apple are both planning major pushes into the online TV business, insiders say. Apple will announce today a new set-top box that will deliver TV to consumers and include movies from Netflix, reports Bloomberg. Apple will offer 99-cent rentals of TV shows through its revamped, $99 version of AppleTV, the sources say.

Amazon is also working on an Internet-based TV subscription service that it aims to have up and running before Christmas, sources tell the Wall Street Journal. The company has been in talks with media firms including Viacom, News Corp, NBC Universal, and Time Warner over plans to offer TV shows for rental soon after they air, the insiders say.

As a satrad subscriber, I bemoan the creeping increase in commercials cutting into program time. Given the ads pushed on Apple apps, this new trend does not bode well for me.

Snarfeh

Sep 1, 2010 9:44 AM CDT

I would prefer both companies stay away from Netflix.

SteveLee

Sep 1, 2010 9:20 AM CDT

The Major Media Companies like Rupert Murdoch's "News Corp" and Comcast (Amazon and Apple are now "Media Delivery" companies) are creating "Internet 3.0" where they are the owners of the highway and consumers will have to pay them tolls (by purchasing "Applications.) Steve Jobs at Apple is already profiting from this as he has bigger plans for The Internet than selling a few million more i-Phones: http://www.flixya.com/post/brightlights/1989192/Apples_Plan_To_End_The_Free_Internet